Essentials of Customer Metrics

Course Description

Government services and information has never been as readily available to citizens as it is today.The number of touch points has grown significantly in the digital age and includes your web site, social media sites, mobile device access, mobile applications, email, chat as well as the tried-and-true call centers and storefronts.With the growth in the number of these channels has come increasing focus on measuring and understanding their performance.

This two-day course covers all the bases: from the fundamentals of web analytics to mobile measurement.We'll use practical, real-world examples to demonstrate key concepts and provide hands-on techniques for developing robust metrics and indicators that work regardless of the channel. Alex will help you answer such questions as:

• Is email more effective at driving engaged visits and generating value events relative to our mobile app?
• How is usage across our call center changing in response modifications of site content?
• Are our social media efforts working?

What You Will Learn

If you manage or work with one or multiple channels (web, email, mobile, etc.) you need good measurement systems in order to help you decide how to prioritize your investments.This course will teach you best practices and good techniques for developing effective customer metrics and indicators as well as:

• Fundamentals of web analytics
• How to capture data, develop metrics, and understand key performance indicators
• How to interpret data—what the numbers mean and how to use them
• How to measure social media and mobile web efforts
• How to integrate call center data
• How to get management to listen—and care

Who Should Attend

Anyone who manages communications, or any aspect of the online channel.